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All around the world, Swiss watches and luxury watches are celebrated for their quality, craftsmanship and precision. And when it comes to Swiss watches, TAG Heuer timepieces know no equal. Possessing inventive, contemporary designs and cutting-edge technology, they are more than mere luxury timepieces or automatic watches – they are in a class apart.

Conceived and manufactured by leading experts, these luxury Swiss watches perfectly pair the finest materials with innovative technology. Classic materials, such as soft calfskin, quality alligator leather, noble solid gold and hardwearing stainless steel, are given a fresh, avant-garde edge through the addition of high-tech rubber or modern fabric. Redefining sports watches and luxury watches, TAG Heuer applies quality finishes, including fine brushing, black PVD finish and ruthenium treatment, for timepieces that are elegant, modern, beautiful and practical, all at once.

No less impressive, its watches for women are the pinnacle of discrete elegance. With its diamond watches, for example, TAG Heuer adds a hint of sparkle to the renowned men’s watch models that are the foundation of the TAG Heuer name: the TAG Heuer Carrera, the Monaco, the Link, the Aquaracer and the TAG Heuer Formula 1 are also sophisticated ladies’ timepieces that carry on the heritage of artistry and accuracy that have been the brand’s calling card for over a century.

Of course, TAG Heuer is more than just sublime aesthetics. Its watches combine manual craftsmanship with the best high technology, for ladies’ and men’s watches that perpetuate a legacy while inspiring innovation and originality. Entirely modern yet always sophisticated, a TAG Heuer watch doesn’t stop at gorgeous aesthetics. Indeed, its automatic watches boast high frequencies of between 21,600 to 360,000 vibrations per hour (as with the Calibre 360), ensuring impeccable mechanical precision. It therefore comes as little surprise that a number of its automatic watch movements bear the prestigious Official Swiss Chronometer Control (C.O.S.C.) certificate.

It’s no wonder that TAG Heuer chronograph watches are admired as the peak of Swiss watch timekeeping accuracy. These luxury sport watches are the official timekeepers of the Monaco Grand Prix – one of the world’s most esteemed racing events – while the brand is the official partner of both America’s-Cup-winner Oracle Team USA and revered Formula 1 automotive manufacture McLaren. An ideal marriage of speed and timekeeping precision.

One thing is clear: TAG Heuer timepieces go beyond mere luxury or precision: they unite the best in Swiss craftsmanship while delving deep into the future. Visually sublime yet eternally reliable, perfectly crafted yet resolutely high-tech, modern yet timeless, TAG Heuer is redefining luxury watches for men and women.

On November 5, 2013: TAG Heuer presented to international media and local authorities its new manufactured movement - Calibre 1969 - at the occasion of the opening of its new avant-garde manufacture in Chevenez, Swiss Jura :

Over 70 media from around the globe gathered today in Chevenez, Swiss Jura, at the occasion of the official opening of TAG Heuer's fourth manufacture in Switzerland, dedicated to it movement 1887 and its new in-house movement : Calibre 1969.

Guests were invited to discover the secrets of ébauche manufacturing, jewels setting, quality control, and assembling of this latest calibre, a movement that better combines maximum thinness with a larger power reserve and a significant volume potential. Interactive visits, interviews with TAG Heuer's President & CEO Stéphane Linder and gastronomic lunch in an unusual setting: a royal table for 80 set between avant-garde watchmaking workshops and avant-garde kitchen.

The theme of the event: The Art of Manufacturing

For over 150 years TAG Heuer has pursued the boundaries between the fundamental laws of mechanics and watchmaking. A never ending journey travelled through the pursuit of ideals, human endeavour and innovative manufacturing. Striving always to defy the rules and conventions, to liberate the art of watchmaking in the quest for mechanical timekeeping perfection.

In 2014, TAG Heuer will express this “Avant-Garde Manufacture” major theme through further events celebrating THE ART OF MANUFACTURING, and focusing on the new Cal.1969, as well as Haute Horlogerie timepieces. A celebration of what defines the brand as unique in the watchmaking industry, through the interpretation of the engineer, the watchmaker and the poetry of art.

In Chevenez, The Art of Manufacturing was expressed also through a parallel between fine gastronomy and fine watchmaking, inviting guests to witness a Grand Chef and his crew (Philippe Rochat, Swiss 3-Michelin-Starred) at work and a great team of watchmakers at work all at once, on one side, assembling amazing plates, on the other side, assembling amazing movements, during a memorable lunch. Jack Heuer himself "oscillated" between kitchen and workshop, bringing his personal touch to every plate.